The A-Class QR-Trophy – the hunt for the QR-Prototypes of the new A-Class. In order to generate excitement and attention for the new A-Class before the market launch, we turned secret prototypes of the new a-class into advertising media. Instead of the camouflage pattern on Prototypes, the cars were fully plastered with QR-Codes and sent onto the streets of Europe. The goal was to find the different QR-Codes on the streets, in the press and online to scan and collect them with the Smartphone App in order to win a trip to the world premier of the new A-Class.

We turned secret prototypes of the new a-class into advertising media. Instead of the camouflage pattern on Prototypes, the cars were fully plastered with QR-Codes and sent onto the streets of Europe. The goal was to find the different QR-Codes on the streets, in the press and online to scan and collect them with the Smartphone App in order to win a trip to the world première of the new A-Class.

The QR-Prototype breaks through right away.More than 50,000 landing page visits.

Over 80,000 trailer views. Just in the first hours.The interest and involvement is overwhelming.

Over 2,860,000 Google hits.

More than 6,800,000 Facebook impressions. And App of the Day at the Apple App Store.All that, contributes to a hype for a car that is not even officially launched yet. The mystery spreads across the world involving everyone interested in cars.And the hunt for the new A-Class has just begun.